Ep. 8 // The Curious Case of ‘X’

We all know that ‘X’ marks the spot. But has it missed the mark?

Twitter’s rebrand is playing out in real-time for all to see. Rarely—if ever—has brand evolution taken place so publicly, and it raises several questions. Chiefly, are these transparent iterations a good thing for the company? For the platform? For the user base?



Does this in-full-view process engender trust?

Or does it reveal a lack of direction and reckless decision making?

Say what you will, but don’t tweet. ‘Cause you can’t.

‘Cause it doesn’t exist.

‘Cause brand.